Website Traffic Playbooks Powered by Warmly

Reveal individuals and companies visiting your site.

Playbook Overview
When should you run this playbook?
Who to target?
Playbook goal?
Responsible team(s)?
The TL;DR

Warmly is purpose-built to help SMB-sized revenue teams identify & connect with in-market buyers. The platform brings together data from sales enablement tools, B2B intent, and enrichment tools to identify, track, and connect with website visitors who are ready to convert. By automatically aggregating data and integrating insights, Warmly orchestrates the most effective next step to drive qualified conversations for the sales team.

Warmly x Pocus Integration

Warmly provides deanonymized website visitor information for both individuals and companies, so you know who’s showing high-intent browsing behavior and where to target your outreach to drive conversions. With the Warmly x Pocus integration, these key website visitor signals are now available directly in Pocus to power your playbooks. 

Website Traffic Playbooks Powered by Warmly

Warmly can help you unlock website intent signals like:

  • An ICP account hits high-intent pages like pricing, case studies, and more
  • A visitor researches target topics related to your business
  • A prospect is researching your product category and your top competitors during their buyer journey

While these playbooks are a great way to get started, you can always custom-build your own playbooks for your own use cases.

Playbook: Visitor Researches Target Topic

GTM teams produce large volumes of content marketing to try and reach prospective customers who are researching a target topic. A new website visitor browsing content related to those target topics on your site can be a strong signal that they’re an ICP and in the market for a product like yours. Content like ungated whitepapers, how-to guides, and industry trend studies can all be information a visitor researches early in the buying process.

Goal: Build pipeline with warm outbound.

Signal: Visitor researches target topic on your website.

Action: Because research on target topics often occurs earlier in the buying process it may make sense to either split leads between sales and marketing based on potential deal size or have marketing build automated lead-warming flows for all research visitors until they’re warm enough for sales outreach. Below is an example of automated outreach that marketing can own. 

Playbook: ICP Visits High-Intent Pages

As prospects enter the consideration phase of their buying cycle, they’ll often begin to do their own research by visiting the websites of the companies they’re considering. These visits can provide valuable information to sales and marketing teams, including who is viewing their site, which pages they’re viewing, and how frequently they’re revisiting. Most website visits can be divided between high buying intent and low buying intent. Examples of high-intent pages include pricing, integrations, and more, while low-intent pages would include pages like careers.

Goal: Build and close pipeline with high-intent site visitors.

Signal: ICP visits to high-intent pages like your pricing or integrations.

Action: Website visitor data is valuable to both the sales and marketing teams and can help the two work together to speed up the typical sales cycle. Sales can use website visitor information from particularly high-intent visitors to reach out directly to decision-makers and build relationships. Use information from Warmly to further personalize your outreach!

Playbook: Prospect Researches Your Competitors

Buyers aren’t just doing research on your site — they’re also checking out your competitors. Warmly’s data helps you understand who’s looking, and which competitors they’re interested in, so you can make the first move and get a leg up on the competition. 

Goal: Build pipeline.

Signal: Prospect is actively researching your competitors.

Action: Reach out at the first sign that a prospect at a target account is researching your competition. You have a chance to shape their research and discovery phase, with your product positioned as the best option. Keep outreach short and direct, and personalize it with as much battle card information as possible.

Test, Analyze, and Iterate on Your Playbooks

Once building and running signal-based playbooks like these has become the norm for your team, it’s time to experiment, track performance, and iterate. In short, when you find something that works, double down. 

  • Review playbook performance data regularly. This may seem obvious, but it’s important to confirm that your playbook is achieving the original goal you aligned it with. Engagement metrics and customer sentiment are important, but at the end of the day, the playbook needs to be earning or protecting revenue. Pocus can help streamline this process by consolidating playbook reporting and automatically surfacing playbooks your team might be missing.
  • Run incremental tests. Don’t try to change too much, too fast when experimenting. Decide which variables might make the biggest, most immediate impact if tested. For example, you can coach reps on how to action leads faster or improve their messaging to see if the playbook performs better. Make sure to set an experimentation window during which you’ll gather and measure data.
  • Get feedback from the field. Ask your reps what they’re hearing and seeing. They’re a great front-line resource for new market patterns, which messaging resonates, and where there may be new opportunities. They may also have valuable insights on what’s not landing with leads and customers.

Send It!

Take your signal-based playbooks to the next level by integrating Pocus’ GTM platform and Warmly’s website visitor deanonymization capabilities. With Pocus and Warmly combined, you can test and refine your playbooks, maximizing your budget and providing tangible results. Get started today and crush your pipeline goals.

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